MKT 3401 Chapter : Ch 9
Document Summary
Marketing research: process of planning, collecting and analyzing data relevant to a marketing decision. Gathering and presenting factual statements: diagnostic. Marketing decision support system: am interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. Marketing research process: define problem, plan design/ primary data, specify sampling procedure, collect data, analyze data, prepare/present report, follow up. Steps in a market research project: marketing research problem, marketing research objective, management decision problem. Advantages: saves time and money if on target, aids in determining direction for primary data. Disadvantage: may not give adequate detailed information, may not be on target with the research project. A method of analyzing data that lets the analyst look at the response. Preparing and presenting the report: concise statement of the research objectives. Following up: were the recommendations followed, was sufficient decision making information included in the report.
